Product Description

Practical advice and guidance for anyone who wants to serve the mobile consumer market
Written by Kim Bayne, formerly the host of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting–edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to leverage them for optimum advantage. Readers learn how to choose and implement the best options and services for their needs, and how to link offline and online programs to create a comprehensive integrated marketing presence. The book also shows how to develop strategies for delivering wireless content that mobile customers want and need, how to create a sure–fire wireless marketing program, and much more.
Companion Web site features helpful resources and articles on new developments in wireless marketing.

Product Details

• Amazon Sales Rank: #1074055 in Books
• Published on: 2002-04-29
• Original language: English
• Number of items: 1
• Binding: Paperback
• 320 pages

From the Back Cover
Practical advice and guidance on how to effectively target the mobile consumer market

With the explosive growth of the Internet, marketers were forced to rewrite the book on traditional marketing and develop innovative strategies to reach their audience. Now, with the dramatic increase in wireless communications, they must once again come up with a whole new set of rules to address the mobile consumer market. This field is expected to generate over $100 billion in revenues by the end of 2003 according to the Boston Consulting Group.

Written by digital marketing expert Kim Bayne, this book offers practical advice and lighthearted observations about creating a well–executed wireless marketing program. Bayne clearly explains the major differences and similarities between wired and wireless marketing tools and demonstrates how to leverage them for optimum advantage. Throughout the book, she also includes cutting–edge case studies detailing how companies are setting the trends for mobile advertising and she helps marketers determine how to choose and implement the best options and services to meet their needs.

Complete with leading tactics and tips, this book also shows you how to:
∗ Develop strategies for delivering wireless content that will appeal to mobile customers
∗ Research and create a surefire wireless marketing program
∗ Link offline and online programs to create a comprehensive integrated marketing presence
∗ Uncover new advancements and strategic initiatives to attract tech–savvy consumers

The companion Web site features helpful resources, articles, and case study updates on new developments in wireless marketing. A companion newsletter, Marketing Wirelessly, is available by e–mail subscription.

Wiley Computer Publishing.
Timely. Practical. Reliable.

Visit our Web site at www.wiley.com/compbooks/

About the Author
KIM M. BAYNE is a frequent speaker and writer on Internet and wireless marketing. She was formerly a technology marketing executive. From 1997 to 2000, she hosted the internationally syndicated public radio talk show The Cyber Media Show with Kim Bayne. The hour–long show, which aired on NPR stations and in streaming audio on the Web, examined such topics as Internet use, marketing strategies, and tactics.